Marketing in an identity‐threatened world: Consumer coping strategies and indulgent consumption

Abstract

AbstractThe ability to cope with social identity threats is a crucial consumer capacity. But are all coping methods equally beneficial? Our work examines two dominant coping strategies—where individuals either highlight positive dimensions of the self (self‐focus strategy), or where they emphasize other out‐groups' worse performance (others‐focus strategy). We demonstrate that while the two strategies are equally effective at repairing the threatened identity, the others‐focus strategy leads to greater indulgent consumption for those who hold the threatened identity strongly. We also provide evidence of the underlying mechanism, showing that accessibility drives the differences in the indulgent consumption consequences of these coping strategies, which makes it possible for marketers to externally alter such effects. Specifically, we show that if marketers externally raise the accessibility of outgroups‐related concepts, for example, via an advertising message or environmental design, the impact of the others‐focus strategy on indulgence is diminished.